|
INTERNET_CUSTOMERS_NEED_LOVE_TOO
| INTERNET CUSTOMERS NEED LOVE TOO
My Grandfather was a man of few words. (I am not much like him
in that respect.) When he did speak everyone listened. He would
speak his mind and it was usually words of infinite wisdom. He
was a farmer in the Ozarks of Missouri and I guess he got that
way due to all the time he spent alone in his fields. I remember
as a little boy, a conversation he had with my Grandmother. My
Grandmother asked my Grandfather why he told her only once in
all their 45 years of marriage that he loved her. My
Grandfather’s reply was very simple. “I told you I loved you
once and that was good enough. It’s when I tell you I don’t love
you is when you have to start worrying.” As time has past in my
8 years in Internet sales, I have often thought of this
conversation. The average ISM will attempt to contact the
customer after a request maybe only once whether by phone or
email. The customer is often left wondering if the dealership
really cares if they buy from them or not. They may have gotten
your message that you called, but lack of follow up will leave
them wondering after that. Looking from my Grandmother’s point
of view, she went all those years knowing my Grandfather loved
her because he showed her with actions. But she still had that
need to hear it. Our internet customers often feel this same
need. They want to feel special about their request because they
made the first step in commitment to purchase. Do not confuse
this as any other sign. How we conduct that first contact is so
crucial it will affect not only whether we will get them into
our dealerships, but also whether we will deliver them a
vehicle. Too often our first contact with them is spent dryly
giving them either very little information or just spitting out
a price. The lack of personal attention to them and what they
feel is really important will make or break the Internet effort.
Remember, Internet sales have nothing to do with price or buying
a car, it has to do with relationships. The more personal
information you are able to gather during that first contact
will enable you to have greater insight into their needs and
wants. Spend time with them on the phone as if you have been
friends for years. It will ease the tension of buying a car and
enable you to better serve their needs. This will build trust
that cannot be accomplished anywhere else in the sales process.
This is a major difference from the conventional customer. Show
them a reason why their personal needs will be fulfilled up
front and you have won the battle. You can show them, as my
Grandfather did, that you care for their needs after they come
in. But you only get one shot at telling them upfront their
needs are important. They will sense it and willingly accept
showing them you care after their arrival at the dealership. The
psychology of the Internet buyer is much different than the
conventional customer. Utilization of this psychology must
happen if we are to be successful. Yesterday they were the
conventional customers, attempting to negotiate as their Fathers
did. Once they hit the Internet, they feel protected and secure.
You must step into this security and keep them feeling safe.
Internet customers have a greater need for security and
acceptance. If you keep this in mind, you will always fare
better. You will succeed where others will fail, regardless of
the price that is quoted. Only after trust is established and
developed, do you proceed. Your most valuable assets are time
and your ability to sell yourself as someone with creditability
and sincerity. These are the attributes the Internet customer is
seeking from you. You must back up what you say to the customer
later in the process, but if you cannot establish trust in the
first contact, it won’t matter. You can call it corny or attempt
to brush it off, but the plain truth is that Internet customers
are a lot like my Grandmother. It was always more important that
she felt loved than to hear it. That is why she stayed with my
Grandfather for so many years without hearing those words. She
felt safe and secure. I miss my Grandfather even today. He told
me he loved me once.
Dennis Rushing is the President of Dealer Cat, an automotive
Internet training and consulting company that is based upon his
patented proactive selling systems. Contact him at
drushing@dealercat.com or visit www.dealercat.com for more
information.
About the author:
Dennis Rushing is one of the true pioneers in Automotive
Internet Sales. He began selling vehicles through the Internet
in March of 1994 and has developed unique selling processes that
are based upon unmatched experience and success. Dennis has
personally sold over 4300 vehicles through the Internet, which
makes him easily one of the most successful ISMs in automotive
history.
|
|
| |
| |
